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What Facebook's Newest Algorithm Change Means for Content Marketers

Matt Peters
July 06, 2016

How many people saw your Page’s most recent Facebook post? Chances are, that number is much lower than expected. Facebook has recently updated their algorithm to determine who sees your posts, and it will generally mean posts from Pages are seen further down your News Feed. This means it's more important than ever to make sure your content is optimized for success.

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According to a post on the Facebook News Room, the change to the algorithm was made to “ensure that stories posted directly by the friends you care about such as photos, videos, status updates or links, will be higher up in News Feed so you are less likely to miss them.” The update is prioritizing posts from family and friends over Pages.

“Overall, we anticipate that this update may cause reach and referral traffic to decline for some Pages,” says Lars Backstrom, Engineering Director at Facebook.

As an average Facebook user, you may enjoy seeing more posts from friends. As a Page trying to reach a broad audience, your job just became a bit harder.

Statistically, half of desktop Facebook sessions are terminated after only seeing four posts. And, typically only 24% of News Feed posts come from Pages. This leads to a user seeing one post from a Page during the average Facebook session. You need to do everything you can to make sure that post is from your Page.

How can you improve Facebook engagement?

  1. Time your posts correctly - It is more important than ever to hit your audience when they are most likely to engage. Just think of your own use of Facebook. There are times when you are multi-tasking on the go (low likelihood to engage) and times when you are relaxed on your couch with time to kill (high likelihood to engage).
  2. Give people what they want - According to a study by the New York Times Consumer Insight Group, one of the reasons people share content online is that they think it is interesting, entertaining, or otherwise valuable content. According to our own internal research using our artificial intelligence platform and analyzing content, there are clear leaders in subject matter that varies brand to brand. You need to know what you people want to see or you're wasting time and money.
  3. Use color to your advantage - Color is very important to how we judge things. Research from QuickSprout indicates that 90% of all product assessments have to do with color. Some colors are going to make people stop their scrolling and others are going to blend in with the blur of everything else. Do you know which colors drive success for your brand?

So don't freak out. This is just another change in an ever-evolving algorithm and smart content marketers are going to be able to keep their numbers up with the right strategy and planning. As long as your Page posts quality content that is relevant to your audience, this update likely wont be so bad for you.

Facebook Engagement is Falling Faster Than Ever, Learn How To Combat It

Facebook changed the algorithm of its newsfeed to enhance more meaningful social interactions. Since then engagements have been plummeting across the board.


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